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sensory marketing sensory marketing

The five senses of

idea of blue printing and need to realise that branding and respected Malaysian segmentation isn’t just about
standardising all the aspects is a long-term strategy that brands, and lead by example. data on paper, but that the
of service delivery throughout still delivers the figures in the This would enable the market experience should fit the
outlets on a global scale. Four end. But patience and backing to experience our services on segment. This too should

years ago Westin Hotels and from the CEO is critical to a personal level and realise it be experienced not just by
Resorts rolled out “globally” make it a success. Look at the makes sense. adverts in print, but when they
a consistent music and scent fortune 500 companies which visit the branch. We rolled
experience in all its hotel have paid close attention to How do you help companies out our music solution across
lobbies, followed one year later this down through the years develop sensory plans? What branches, using background
by its sister brand Sheraton, – Microsoft, Dell, Fedex, Coca can they expect when it music profiled (in terms of
Influencing behaviours and creating and the following year by Le Cola, Walt Disney and Boeing. comes to investing in such tone, feel, texture & genre)
suggestions at both the conscious and Meridien. Two years ago, we
were involved with Shangri la
They all mean something to us.
I rest my case. We recognise all clients
to differentiate consumer
banking and premier banking.
unconscious levels can be the right stimulus Hotels and Resorts to develop and their brands are unique. Each profile was standardised
for Consumer Arousal. a signature scent, designed to
smell ‘expensive’, and diffused
...The Through our collaborative
methodology we take the time
across each segment. OCBC
were open minded and valued
By Gopal Nair through the air conditioning
system of their Asian business reality is, to understand each client:
who they are, where are they
the experience and knowledge
we could bring to the table,
Simon A. Faure-Field, CEO
of Equal Strategy has been at
the integrated use of music
and fragrance to create unique
hotel lobbies.
if it now, what are they trying to
achieve, explore concepts and
and adopting our technology,
were enabled to change
Can you tell us the response ideas, define how we are going and update music content
the forefront of driving and
building demand for sensory
signature customer experiences
which reinforce the brand
that you have garnered from
the Malaysian market? Is the
touches to get there. Once we agree on
the plan, we take ownership
in individual or nationwide
branches overnight, in both
branding techniques in the
retail industry for the past
propositions of our clients. I
founded Equal Strategy in KL
Malaysian market receptive
to the concept of sensory
people of the project, let the client sit
back, and we make it happen.
East and West Malaysia.
Pacific Regency Kuala
several years. His company, during the Asian economic
branding or are Malaysian Lumpur has been a fun client
which is the only one of its kind crisis of 1998.
companies adopting a wait- What do you personally to work with. Besides its’ roof
in Asia to effectively integrate
the different sensory elements,
is used by Mercedes-Benz,
Can you elaborate on
what is it that the world’s
It’s new, so awareness of or consider as the most
interesting and surprising
top chillout bar “Luna”, which
has been being recognised as
fact that you’ve heard from
the techniques and how they the best Malaysian night spot
Courts, OCBC Bank, DBS most successful branding are applied to differentiate marketing researches for several years. The GM
Bank, and a multitude of hotel companies do differently in businesses is partly an regarding sensory branding? recognised the need for their
chains across Asia. Marketing
Magazine sat down with him
terms of touch, taste, smell,
sight, and sound? Can you give
educational row. Colleges and
Universities are still teaching
it is a That people fall deeply in
love with your brand!
service to start at the guests
first touch – when using the
some examples?
at Starbucks and listened to
the British sensory branding They recognised the
the methodologies of 40 years
ago. Marketers still think if its
marketing Can you name a few clients
phone. The ability to replace
“Kenny G” often found on
guru on how he how to integral importance of the
“scientifically” introduce touch customer experience to their
not TV, radio or print it’s not
the marketing departments’ issue... that you have worked with in
Malaysia and what was their
hold, with appropriate music
to reflect its brand positioning,
points such as music, fragrance brands. Research found that
responsibility. perception of the concept of and interlaced messages spoke
and ambient lighting into retail peoples’ opinions of brands
The reality is, if it touches designing a brand experience by internationally recognised
environments. are formed and reinforced in
people internally or externally, for their customer? professional Malaysian talent,
the minds of customers during
it is a marketing issue. How to you brand or market Equal Strategy has been immediately differentiated
Can you tell us a little bit their actual experiences buying
Mind you, we’ve had this service/product that you working with OCBC for ten the experience to others.
more about yourself and your and using a product or service,
positive interest but find the are so passionate about? years, and for the past three The music concept was later
establishment... and not by the advert that got
market still heavily obsessed Can you elaborate on your years Equal Strategy has been extended to public areas of the
I’m 38 years of age and run them to the store initially.
with short-term tactical ROI marketing strategies? an integral part of OCBC’s hotel to reflect the different
a dynamic and exciting sensory Brands such as Starbucks Simon A. Faure-Field,
CEO of Equal Strategy as opposed to long-term We decided upon a strategy branch transformation moods of the day, and days
branding business, the only built a successful global
strategic ROI. Businesses to work with well established team. They realised market of week.
one in Asia that specialises in business through the

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38 marketingjanuary2009 january2009marketing 39